
리뷰 플랫폼의 소셜 로그인 기능이 리뷰어의 감정 표현에 미치는 영향: 자연실험을 통한 개인주의 문화의 조절효과를 중심으로
Copyright 2025 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.
초록
본 연구는 리뷰 플랫폼의 소셜 로그인 기능이 감정 표현에 미치는 영향을 실증적으로 분석하고, 개인주의–집단주의 문화 차원에 따라 그 효과가 달라지는지를 살펴보았다. 140개국 58,459건의 트립어드바이저 리뷰 데이터를 바탕으로 자연실험 설계와 다수준 회귀분석을 수행한 결과, 소셜 로그인은 긍정 감정을 증가시키고 부정 감정을 감소시키는 유의한 효과를 보였다. 특히 부정 감정에 대해서는 개인주의 수준이 조절 변수로 작용하였으나, 긍정 감정에는 유의한 조절 효과가 나타나지 않았다. 이는 감정 표현의 방향에 따라 문화적 영향이 다르게 작용함을 시사한다. 본 연구는 플랫폼 기능과 문화 간 상호작용이 감정 표현에 미치는 영향을 규명하며, 문화적 민감성과 감정 표현의 방향성을 고려한 플랫폼 설계의 필요성을 제안한다.
Abstract
This study investigates how the implementation of a social login feature on review platforms affects users’ emotional expressions. It further examines whether this effect varies by national culture, particularly along the dimension of individualism versus collectivism. Drawing on impression management theory, we employ a natural experiment and multilevel regression analysis, utilizing 58,459 TripAdvisor reviews from 140 countries. Our results demonstrate that social login increases positive emotional expressions and decreases negative ones. Importantly, individualism moderates this effect only for negative emotions, suggesting that cultural norms more strongly regulate negative expression than positive sentiment. The absence of moderation for positive emotions implies more universal norms for positivity in socially visible online contexts. These findings highlight that emotional expressions are shaped by the interplay between platform features and cultural contexts, with emotional valence playing a key role. The study underscores the need for culturally sensitive and emotionally aware platform design.
Keywords:
Social login, natural experiment, review platform, TripAdvisor, multilevel analysis키워드:
소셜 로그인, 자연 실험, 리뷰 플랫폼, 트립어드바이저, 다수준 분석References
-
이중원, 박철 (2021). “글로벌 호텔시장에서 온라인 리뷰유용성에 영향을 미치는 요인에 관한 다수준 분석,” 경영학연구, 제50권 3호, pp.585-609.
Lee, J. W. and Park, C. (2021). “A Multi-Level Analysis on Factors Influencing the Usefulness of Online Review in the Global Hotel Market,” Korean Management Review, 50(3), pp.585-609 [ https://doi.org/10.17287/kmr.2021.50.3.585 ]
-
Acquisti, A., and Gross, R. (2006). “Imagined Communities: Awareness, Information Sharing, and Privacy on the Facebook,” International Workshop on Privacy Enhancing Technologies, Springer, Berlin, Heidelberg, pp.36-58.
[https://doi.org/10.1007/11957454_3]
-
Amblee, N., and Bui, T. (2008). “Can Brand Reputation Improve the Odds of Being Reviewed Online?,” International Journal of Electronic Commerce, 12(3), pp.11-28.
[https://doi.org/10.2753/JEC1086-4415120302]
-
Animesh, A., Pinsonneault, A., Yang, S. B., and Oh, W. (2011). “An Odyssey into Virtual Worlds: Exploring the Impacts of Technological and Spatial Environments on Intention to Purchase Virtual Products,” MIS Quarterly, 35(3), pp.789-810.
[https://doi.org/10.2307/23042809]
-
Arkin, R. M. (1981). “Self-Presentation Styles,” in Impression Management Theory and Social Psychological Research, Academic Press, pp.311-333.
[https://doi.org/10.1016/B978-0-12-685180-9.50020-8]
-
Bazarova, N. N. (2012). “Public Intimacy: Disclosure Interpretation and Social Judgments on Facebook,” Journal of Communication, 62(5), pp.815-832.
[https://doi.org/10.1111/j.1460-2466.2012.01664.x]
-
Berger, J. (2014). “Word of Mouth and Interpersonal Communication: A Review and Directions for Future Research,” Journal of Consumer Psychology, 24(4), pp.586-607.
[https://doi.org/10.1016/j.jcps.2014.05.002]
-
Berger, J., and Milkman, K. L. (2012). “What Makes Online Content Viral?,” Journal of Marketing Research, 49(2), pp.192-205.
[https://doi.org/10.1509/jmr.10.0353]
-
Bronner, F., and De Hoog, R. (2011). “Vacationers and eWOM: Who Posts, and Why, Where, and What?,” Journal of Travel Research, 50(1), pp.15-26.
[https://doi.org/10.1177/0047287509355324]
-
Cantallops, A. S., and Salvi, F. (2014). “New Consumer Behavior: A Review of Research on eWOM and Hotels,” International Journal of Hospitality Management, 36, pp.41-51.
[https://doi.org/10.1016/j.ijhm.2013.08.007]
-
Chen, X. P., Liu, D., and Portnoy, R. (2012). “A Multilevel Investigation of Motivational Cultural Intelligence, Organizational Diversity Climate, and Cultural Sales: Evidence from US Real Estate Firms,” Journal of Applied Psychology, 97(1), pp.93-106.
[https://doi.org/10.1037/a0024697]
-
Cheung, C. M., and Lee, M. K. (2012). “What Drives Consumers to Spread Electronic Word of Mouth in Online Consumer-Opinion Platforms,” Decision Support Systems, 53(1), pp.218-225.
[https://doi.org/10.1016/j.dss.2012.01.015]
-
Das, S., and Kramer, A. (2013). “Self-Censorship on Facebook,” Proceedings of the International AAAI Conference on Web and Social Media, 7(1), pp.120-127.
[https://doi.org/10.1609/icwsm.v7i1.14412]
-
Daughety, A. F., and Reinganum, J. F. (2010). “Public Goods, Social Pressure, and the Choice Between Privacy and Publicity,” American Economic Journal: Microeconomics, 2(2), pp.191-221.
[https://doi.org/10.1257/mic.2.2.191]
-
De Mooij, M., and Hofstede, G. (2010). “The Hofstede Model: Applications to Global Branding and Advertising Strategy and Research,” International Journal of Advertising, 29(1), pp.85-110.
[https://doi.org/10.2501/S026504870920104X]
-
Dellarocas, C. (2003). “The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms,” Management Science, 49(10), pp.1407-1424.
[https://doi.org/10.1287/mnsc.49.10.1407.17308]
-
Dellarocas, C., Gao, G., and Narayan, R. (2010). “Are Consumers More Likely to Contribute Online Reviews for Hit or Niche Products?,” Journal of Management Information Systems, 27(2), pp.127-158.
[https://doi.org/10.2753/MIS0742-1222270204]
-
Fong, J., and Burton, S. (2008). “A Cross-Cultural Comparison of Electronic Word-of-Mouth and Country-of-Origin Effects,” Journal of Business Research, 61(3), pp.233-242.
[https://doi.org/10.1016/j.jbusres.2007.06.015]
- Frutiger, M., E. Overby, D. J. Wu (2014). “Is social network platform integration valuable for an online service? A randomized field experiment and archival data analysis”. Proceedings of International Conference on Information Systems, Auckland, New Zealand.
-
Gao, B., Li, X., Liu, S., and Fang, D. (2018). “How Power Distance Affects Online Hotel Ratings: The Positive Moderating Roles of Hotel Chain and Reviewers’ Travel Experience,” Tourism Management, 65, pp.176-186.
[https://doi.org/10.1016/j.tourman.2017.10.007]
-
Gebauer, J., Füller, J., and Pezzei, R. (2013). “The Dark and the Bright Side of Co-creation: Triggers of Member Behavior in Online Innovation Communities,” Journal of Business Research, 66(9), pp.1516-1527.
[https://doi.org/10.1016/j.jbusres.2012.09.013]
-
Gelman, A., and Hill, J. (2007). Data analysis using regression and multilevel/hierarchical models. Cambridge university press.
[https://doi.org/10.32614/CRAN.package.arm]
-
Goes, P. B., Lin, M., and Au Yeung, C. M. (2014). “‘Popularity Effect’ in User-Generated Content: Evidence from Online Product Reviews,” Information Systems Research, 25(2), pp.222-238.
[https://doi.org/10.1287/isre.2013.0512]
-
Goffman, E. (1959). “The Moral Career of the Mental Patient,” Psychiatry, 22(2), pp.123-142.
[https://doi.org/10.1080/00332747.1959.11023166]
-
Gross, J. J., Richards, J. M., and John, O. P. (2006). “Emotion Regulation in Everyday Life,” In Preparation.
[https://doi.org/10.1037/11468-001]
-
Gunawardena, C. N., and Zittle, F. J. (1997). “Social presence as a predictor of satisfaction within a computer-mediated conferencing environment,” American Journal of Distance Education, 11(3), pp.8-26.
[https://doi.org/10.1080/08923649709526970]
-
Heine, S. J., and Lehman, D. R. (1997). “Culture, dissonance, and self-affirmation,” Personality and Social Psychology Bulletin, 23(4), pp.389-400.
[https://doi.org/10.1177/0146167297234005]
-
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., and Gremler, D. D. (2004). “Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?,” Journal of interactive marketing, 18(1), pp.38-52.
[https://doi.org/10.1002/dir.10073]
- House, R. J., Hanges, P. J., Javidan, M., Dorfman, P. W., and Gupta, V. (2004). Culture, leadership, and organizations: The GLOBE study of 62 societies. Sage.
- Hofstede, G. (2001). Culture's consequences: Comparing values, behaviors, institutions and organizations across nations. Sage publications.
- Hofstede, G., Hofstede, G. J., and Minkov, M. (2010). Cultures and organizations: Software of the mind (3rd ed.). McGraw-Hill.
-
Huang, N., Hong, Y., and Burtch, G. (2017). “Social network integration and user content generation,” MIS Quarterly, 41(4), pp.1035-1058.
[https://doi.org/10.25300/MISQ/2017/41.4.02]
-
Jiang, C., Rashid, R. M., and Wang, J. (2019). “Investigating the role of social presence dimensions and information support on consumers’ trust and shopping intentions,” Journal of Retailing and Consumer Services, 51, pp.263-270.
[https://doi.org/10.1016/j.jretconser.2019.06.007]
-
Johnson, H. G., Ekman, P., and Friesen, W. V. (1975). “Communicative body movements: American emblems,” Semiotica 15, pp.335-353
[https://doi.org/10.1515/semi.1975.15.4.335]
- Kim, J., Kim, M., and Nam, Y. (2019). “Cultural differences in online reviews: A comparison between the US and Korea,” Journal of Business Research, 98, pp.206-215.
-
Klein, K. J., Dansereau, F., and Hall, R. J. (1994). “Levels issues in theory development, data collection, and analysis,” Academy of Management Review, 19(2), pp.195-229.
[https://doi.org/10.2307/258703]
-
Klein, N. D., Bravo, A. J., Conway, C. C., Keough, M. T., Pilatti, A., and Mezquita, L. (2024). “Individualism, collectivism, and emotion regulation: A cross-cultural examination among young adults from seven countries,” Current Psychology, 43(31), pp.26007-26018.
[https://doi.org/10.1007/s12144-024-06226-8]
-
Kontaxis, G., Polychronakis, M., and Markatos, E. P. (2012). “Minimizing information disclosure to third parties in social login platforms,” International Journal of Information Security, 11, pp.321-332.
[https://doi.org/10.1007/s10207-012-0173-6]
-
Kübler, R., Pauwels, K., Yildirim, G., and Fandrich, T. (2018). “App popularity: Where in the world are consumers most sensitive to price and user ratings?,” Journal of Marketing, 82(5), pp.20-44.
[https://doi.org/10.1509/jm.16.0140]
-
Leary, M. R., and Kowalski, R. M. (1990). “Impression management: A literature review and two-component model,” Psychological Bulletin, 107(1), pp.34-47.
[https://doi.org/10.1037//0033-2909.107.1.34]
-
Lee, J., and Seligman, M. E. P. (1997). “Are Americans more optimistic than the Chinese?,” Personality and Social Psychology Bulletin, 23(1), pp.32-40.
[https://doi.org/10.1177/0146167297231004]
- Lee, S., Kim, J., and Kim, M. (2015). “Social presence and negative emotion in online reviews: The moderating role of reviewer identity,” Computers in Human Behavior, 48, pp.123-30.
-
Leon, R. D. (2019). “Hotel’s online reviews and ratings: a cross-cultural approach,” International Journal of Contemporary Hospitality Management, 31(5), pp.2054-2073.
[https://doi.org/10.1108/IJCHM-05-2018-0413]
-
Lin, H., Tov, W., and Qiu, L. (2014). “Emotional Disclosure on Social Networking Sites: The Role of Network Structure and Psychological Needs,” Computers in Human Behavior, 41, pp.342-350.
[https://doi.org/10.1016/j.chb.2014.09.045]
-
Liu, H., Li, X. R., Cárdenas, D. A., and Yang, Y. (2018). “Perceived Cultural Distance and International Destination Choice: The Role of Destination Familiarity, Geographic Distance, and Cultural Motivation,” Journal of Destination Marketing & Management, 9, pp.300-309.
[https://doi.org/10.1016/j.jdmm.2018.03.002]
-
Liu, P., Tov, W., Kosinski, M., Stillwell, D. J., and Qiu, L. (2015). “Do Facebook status updates reflect subjective well-being?,”. Cyberpsychology, Behavior, and Social Networking, 18(7), pp.373-379.
[https://doi.org/10.1089/cyber.2015.0022]
-
Lovett, M. J., Peres, R., and Shachar, R. (2013). “On Brands and Word of Mouth,” Journal of Marketing Research, 50(4), pp.427-444.
[https://doi.org/10.1509/jmr.11.0458]
-
Luís Abrantes, J., Seabra, C., Lages, C. R., and Jayawardhena, C. (2013). “Drivers of In-Group and Out-Of-Group Electronic Word-Of-Mouth (eWOM),” European Journal of Marketing, 47(7), pp.1067-1088.
[https://doi.org/10.1108/03090561311324219]
-
Lu, B., Fan, W., and Zhou, M. (2016). “Social presence, trust, and social commerce purchase intention: An empirical research,” Computers in Human Behavior, 56, pp.225-237.
[https://doi.org/10.1016/j.chb.2015.11.057]
-
Luo, Q., and Zhong, D. (2015). “Using Social Network Analysis to Explain Communication Characteristics of Travel-Related Electronic Word-of-Mouth on Social Networking Sites,” Tourism Management, 46, pp.274-282.
[https://doi.org/10.1016/j.tourman.2014.07.007]
-
Mattila, A. S. (2000). “The Impact of Culture and Gender on Customer Evaluations of Service Encounters,” Journal of Hospitality & Tourism Research, 24(2), pp.263-273.
[https://doi.org/10.1177/109634800002400209]
-
Miranda, S. M., and Saunders, C. S. (2003). “The Social Construction of Meaning: An Alternative Perspective on Information Sharing,” Information Systems Research, 14(1), pp.87-106.
[https://doi.org/10.1287/isre.14.1.87.14765]
-
Mok, C., and Armstrong, R. W. (1998). “Expectations for Hotel Service Quality: Do They Differ from Culture to Culture?,” Journal of Vacation Marketing, 4(4), pp.381-391.
[https://doi.org/10.1177/135676679800400406]
-
Moldovan, S., Goldenberg, J., and Chattopadhyay, A. (2011). “The Different Roles of Product Originality and Usefulness in Generating Word-of-Mouth,” International Journal of Research in Marketing, 28(2), pp.109-119.
[https://doi.org/10.1016/j.ijresmar.2010.11.003]
-
Ou, C. X., Pavlou, P. A., and Davison, R. M. (2014). “Swift Guanxi in Online Marketplaces: The Role of Computer-Mediated Communication Technologies,” MIS Quarterly, 38(1), pp.209-230.
[https://doi.org/10.25300/MISQ/2014/38.1.10]
- Plutchik, R. (1994). The Psychology and Biology of Emotion, New York: HarperCollins College Publishers.
-
Rapp, A., Beitelspacher, L. S., Grewal, D., and Hughes, D. E. (2013). “Understanding Social Media Effects across Seller, Retailer, and Consumer Interactions,” Journal of the Academy of Marketing Science, 41(5), pp.547-566.
[https://doi.org/10.1007/s11747-013-0326-9]
-
Rhue, L., and Sundararajan, A. (2013). “How Digital Social Visibility Shapes Consumer Choice,” Available at SSRN 2347793.
[https://doi.org/10.2139/ssrn.2347793]
-
Sandal, G. M., van de Vijver, F., Bye, H. H., Sam, D. L., Amponsah, B., Cakar, N., ... and Tien-Lun Sun, C. (2014). “Intended Self-Presentation Tactics in Job Interviews: A 10-Country Study,” Journal of Cross-Cultural Psychology, 45(6), pp.939-958.
[https://doi.org/10.1177/0022022114532353]
-
Sann, R., Lai, P. C., and Liaw, S. Y. (2020). “Online Complaining Behavior: Does Cultural Background and Hotel Class Matter?,” Journal of Hospitality and Tourism Management, 43, pp.80-90.
[https://doi.org/10.1016/j.jhtm.2020.02.004]
- Short, J., Williams, E., and Christie, B. (1976). The Social Psychology of Telecommunications, London: John Wiley & Sons.
-
Song, H., Chan, J. S., and Ryan, C. (2024). “Differences and Similarities in the Use of Nine Emotion Regulation Strategies in Western and East-Asian Cultures: Systematic Review and Meta-Analysis.” Journal of Cross-Cultural Psychology, 55(8), pp.865-885.
[https://doi.org/10.1177/00220221241285006]
-
Steenkamp, J. B. E., Ter Hofstede, F., and Wedel, M. (1999). “A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness,” Journal of Marketing, 63(2), pp.55-69.
[https://doi.org/10.1177/002224299906300204]
-
Sully De Luque, M. F., and Sommer, S. M. (2000). “The Impact of Culture on Feedback-Seeking Behavior: An Integrated Model and Propositions,” Academy of Management Review, 25(4), pp.829-849.
[https://doi.org/10.2307/259209]
-
Swan, K., and Richardson, J. C. (2023). “Social presence and the community of inquiry framework,” In Social Presence in Online Learning (pp.64-76). Routledge.
[https://doi.org/10.4324/9781003447023-10]
-
Talhelm, T., Zhang, X., Oishi, S., Shimin, C., Duan, D., Lan, X., and Kitayama, S. (2014). “Large-Scale Psychological Differences within China Explained by Rice versus Wheat Agriculture,” Science, 344(6184), pp.603-608.
[https://doi.org/10.1126/science.1246850]
-
Walther, J. B. (1996). “Computer-Mediated Communication: Impersonal, Interpersonal, and Hyperpersonal Interaction,” Communication Research, 23(1), pp.3-43.
[https://doi.org/10.1177/009365096023001001]
-
Walther, J. B., Van Der Heide, B., Kim, S. Y., Westerman, D., and Tong, S. T. (2008). “The Role of Friends’ Appearance and Behavior on Evaluations of Individuals on Facebook: Are We Known by the Company We Keep?,” Human Communication Research, 34(1), pp.28-49.
[https://doi.org/10.1111/j.1468-2958.2007.00312.x]
-
Wang, Z. (2010). “Anonymity, Social Image, and the Competition for Volunteers: A Case Study of the Online Market for Reviews,” The BE Journal of Economic Analysis & Policy, 10(1), Article 5.
[https://doi.org/10.2202/1935-1682.2523]
-
Wang, Z., Ho, S. B., and Cambria, E. (2020). “A Review of Emotion Sensing: Categorization Models and Algorithms,” Multimedia Tools and Applications, 79, pp.35553-35582.
[https://doi.org/10.1007/s11042-019-08328-z]
-
Yeh, Y. H., and Choi, S. M. (2011). “MINI-Lovers, Maxi-Mouths: An Investigation of Antecedents to eWOM Intention among Brand Community Members,” Journal of Marketing Communications, 17(3), pp.145-162.
[https://doi.org/10.1080/13527260903351119]
-
Yen, C. L. A., and Tang, C. H. H. (2015). “Hotel Attribute Performance, eWOM Motivations, and Media Choice,” International Journal of Hospitality Management, 46, pp.79-88.
[https://doi.org/10.1016/j.ijhm.2015.01.003]
-
Zhang, Z., Zhang, Z., and Zhang, Z. (2023). “Why do online reviewers seek anonymity? Empirical evidence on the effects of prior anonymous reviews and focal reviews,” Aslib Journal of Information Management, 76(3), pp.498-521.
[https://doi.org/10.1108/AJIM-08-2022-0369]
-
Zhang, X., and Zhu, F. (2011). “Group Size and Incentives to Contribute: A Natural Experiment at Chinese Wikipedia,” American Economic Review, 101(4), pp.1601-1615.
[https://doi.org/10.1257/aer.101.4.1601]
∙저자 이중원은 현재 충북대학교 기초과학연구소 박사후연구원이다. 고려대학교 디지털경영학과에서 e-비즈니스 전공으로 석사학위를, 기업경영학과에서 박사학위를 취득하였다. 주요 연구 분야는 온라인 구전, 리뷰 유용성, 디지털 소비자 행동, 국가문화 기반 비교 마케팅 등이다.
∙저자 이윤혜는 현재 고려대학교 세종캠퍼스 융합경영학부 디지털경영전공 강사로 재직 중이다. 고려대학교 경영정보대학원에서 석사학위를, 기업경영학과에서 박사학위를 취득하였다. 주요 연구 분야는 디지털 소비자 행동, 고객인게이지먼트, 소셜미디어 마케팅 등이다.